Foreign Brands VS Domestic Products &Nbsp; Shoe Enterprise Network Marketing Mode Of Competition.

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From the above set of data, we can easily find that network marketing is triggering a deep consumption revolution. In this revolution, the impact can not be avoided. However, the traditional manufacturing industry, which is closely linked with the consumers' shoes and bags, has also ushered in a new opportunity to complete a magnificent pformation.

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It is understood that the Ministry of Commerce issued the guiding opinions on promoting the healthy development of online shopping in June 24th. In July, the Interim Regulations on the management of Internet commodity pactions and related services promulgated by the State Administration for Industry and Commerce will be formally implemented, the standardization of the virtual market and enterprises are eager to explore the new blue ocean.

The reason why internet marketing is favored and known as the new nuggets of shoe industry is mainly due to the change of consumption habits brought about by the rapid development of the Internet.

If there is a comparison between online shopping and shopping, many people like shopping and shopping, but according to the survey, more than 20% of people feel that online shopping is also very enjoyable.

According to a set of research data, clothing consumption on the Internet has accounted for 23.8% of Internet users' total clothing consumption.

Not long ago, Premier Wen Jiabao inspected in Zhejiang, said: "electronic commerce is a leap in the form of circulation. It not only changes the traditional way of circulation, but also promotes the development of circulation and has unlimited potential for development."

In the past year, the number of Internet users in China has exceeded 300 million, of which 100 million subscribers have been involved in the online shopping market.

Nevertheless, some experts believe that the potential of Chinese Internet users to buy online has not yet been completely released.

In countries with high Internet penetration rates, such as Europe, America and South Korea, the proportion of Internet shopping users has exceeded 2/3. Therefore, China's online shopping has huge potential for development.

Gorgeous pformation - an inescapable temptation

Relying on the strong advantages of network marketing, realizing the pformation of traditional manufacturing industry such as shoes and bags is the underlying reason for enterprises to aim at this "big cake". After all, compared with traditional marketing mode, network marketing has gained a unique advantage in input output ratio, and has broken through many bottlenecks of traditional marketing.

Relying on network marketing, enterprises can use limited resources to control effectively at low cost, and gain maximum benefits across time and space constraints.

The rising cost of land caused the rent of shops to rise and dramatically increased the cost of shoes and bags enterprises. The discrimination against domestic brands hindered the brand enterprises entering the front-line shopping malls, and forced the enterprises to find another way.

Internet marketing has become the perfect blue ocean to attract enterprises to dig gold with the low cost and the unique advantages over time and space.

Secondly, Internet marketing is a platform that can effectively display corporate culture, brand culture and product culture.

Market practice has proved that brand communication and product experience are increasingly closely linked, and can effectively promote sales growth, and the Internet's fast and interactive nature is able to enhance this connection to the greatest extent, thereby boosting sales growth.

Finally, Internet marketing helps to form a trading environment and avoid competition.

Shoe packaging enterprises centrally integrate the target customers through the positioning of e-commerce platform, restrict the network marketing between enterprises and customers, effectively avoid competitors' antagonistic behavior, and enhance the promotional effect.

At the same time, with the help of festival activities and other atmosphere, the sales promotion of the store promotes the sales performance effectively.

Terminal versus virtual world

The rapid development of the Internet market will inevitably lead to a virtual world's terminal confrontation. In this confrontation, how can the industry such as the shoe packaging industry be closely related to consumers? How can we not get involved in the vortex? As a senior shoe brand manager said, "in the era of the Internet, no brand is too big to be challenged, so small that it can not compete.

In today's society, if you miss the Internet, you will miss an era. "

In recent years, the shoe packaging enterprises located at the back end of the industrial chain are ushering in an outbreak of online shop.

AOKANG, PEAK, red dragonfly, Daphne, rookie and many other well-known footwear companies have tried water network sales.

"The sales of AOKANG online mall are increasing exponentially every month. The annual sales volume is estimated to be around 4 million, which is quite a year's sales volume with a very good franchised store, but the profit of the online shopping mall is at least 3 times more than that of the physical store because the network virtual mall can reduce the cost of the channel to the maximum."

AOKANG relevant responsible person told reporters.

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Another interpretation and response to shocks

According to the reporter's visit to Beijing's brand shoe shop, there are occasionally a group of customers who only try not to buy in the store. They tried very hard. Finally, they came up with a sentence: "buy cheaper on the Internet!"

The impact of Internet marketing on the real economy can be seen.

"The impact of online marketing on physical shops can not be avoided, and how to balance the relationship between them is a problem that enterprises must face."

Li Yuzhong, vice president of China Footwear Association, told reporters.

In order to minimize the impact of online shops on physical shops, the differentiation of products on the offline line is the main strategy of brand enterprises.

"This year, we are preparing to independently develop products on the Internet Mall, so that products can be differentiated on the offline line, so as to maximize the advantages of e-commerce platform, while ensuring the interests of agents."

Pan Yuanchao, director of the PEAK group's e-commerce business division, said that for the online shopping mall of brand enterprises, they convey different shopping experiences and consumer services to consumers rather than lower prices.

To digest inventory products through network channels has also become a way to resolve conflicts.

"Our online stores mainly digest some inventory items, the cost of the network channel is low, and the cost is not high, because the location of goods is different, so it will not have any impact on the physical store."

Shi Jihong, chairman of the rookie luggage industry Co., Ltd.

Giving full play to their advantages and relying on each other is a more sensible choice. At this point, Lining has gone out of a successful exploration path. Through establishing a network channel and shop management system similar to physical channels, Lining has focused on the communication and interaction functions of the network, not only achieved sales success of 100 thousand yuan in daily sales, but also enhanced the reputation of the brand, and promoted the sale of physical stores and achieved a win-win situation.

Foreign brand VS a new round of domestic brand competition

When domestic brands were advancing vigorously, foreign brands also showed strong interest in China's network sales market and entered the Chinese market, which exacerbated the cruelty of the competition.

In April 27th, GlamourSales, an online Luxury Retailing platform in Tokyo, Japan, announced that it had officially landed in China and began to occupy the big cake of China's luxury market online. Luxury shoe bags are the focus of its market.

"At present, China is on the way to the world's largest consumer of luxury goods. More and more luxury brands begin to choose new marketing models including e-commerce, while high-end luxury consumers are also younger.

Those urban youth who like online shopping and have seen the Internet as a way of life will become the mainstream force in the future of Chinese luxury consumption.

ThibaultViller, chief executive of glamour China, said.

Although there is a big difference between the luxury shoe market and the consumer group of the domestic shoe brand brand market, this incident conveys a new signal to us, that is, foreign brands will never sit and watch the big cake that Chinese brand enterprises share in the Internet market.

The survey shows that 60% of the enterprises in the US use Internet marketing, which is one of the core strategies of product marketing, but in China, the proportion is only 5%.

In the new round of competition, China's local enterprises must show boldness and boldness of innovation. From a forward-looking perspective, they will not get rid of the leftovers in the competition.

In particular, traditional manufacturing enterprises such as shoes and bags must break through the inherent thinking, actively apply Internet technology, and be brave enough to try, so that they can take the lead in the new round of competition.